Billboard has been probably the most ubiquitous manner of reporting music gross sales in america. With BTS gaining extra prominence world wide, followers of the Ok-pop group are additionally more and more trying to see how BTS fares towards different standard artists on Billboard’s numerous charts.
Nevertheless, Billboard lately introduced modifications to its coverage
which may have a big impact on many artists’ chart positions. That is dangerous
information for lots of standard singers, however BTS appears to be an exception. In reality,
the group may benefit enormously from the brand new modifications.
BTS | Neilson Barnard/Getty Photographs for The Recording AcademyBillboard’s new coverage impacts
the best way album gross sales are counted
On July 13, 2020, Billboard
introduced it will change the best way album gross sales are counted. Beforehand, artists
may promote albums by bundling them with merchandise or live performance tickets, which
has been a useful manner of getting music up the charts. Nevertheless, these gross sales
ways will now not be counted by Billboard.
“Underneath the brand new guidelines… all albums bundled with both
merchandise or live performance tickets have to be promoted as an à la carte add-on to
these purchases with the intention to be counted on the charts (i.e. a separate merchandise
added to a buying cart by itself),” Billboard wrote. “It’s Billboard’s
perception that the ensuing charts will extra precisely replicate client alternative.”
Billboard reported that this rule will go into impact in
October, however the outlet is already beginning to not settle for new bundles to be
counted on its charts.
Why is that this excellent news for BTS
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Whereas artists like Ariana Grande, Justin Bieber, and Girl
Gaga—who’ve been counting on bundles for his or her album gross sales in 2020—will want
to vary up their advertising and marketing ways, it appears BTS is basically proof against the brand new
coverage set by Billboard.
It’s because the Ok-pop group has already been utilizing a distinct technique to promote their albums. Their most up-to-date launch, the February 2020 album Map of the Soul: 7, got here out in 4 editions with every one that includes completely different idea images. Followers have been, then, incentivized to purchase a number of copies of the album to benefit from the distinctive expertise every one introduced.
In consequence, BTS’s Map
of the Soul: 7 offered over 400,000 items. Eighty-two % of its first-week
gross sales additionally got here from followers shopping for bodily albums, not streaming.
Whereas some critics may see this technique as being much like
bundling albums with different merchandise, Billboard doesn’t appear to see it like
author Bryan Rolli put it, “The important thing distinction between BTS promoting completely different
CD variations of Map of the Soul: 7 and
different artists exploiting ticket/merch bundles to promote albums is that BTS is
explicitly turning their music right into a collector’s merchandise—not detracting from the
worth of it by packaging it with a bunch of souvenirs.”
Rolli additionally added, “If BTS followers buy a number of variations of the identical album, they’ll basically be buying completely different puzzle items that may improve their understanding of the album’s overarching themes—and there will likely be no confusion about what they’re paying for.”
Moreover, Rolli identified that if Billboard had applied their new coverage at first of 2020, BTS would have scored the yr’s largest album debut. As a substitute, they’re solely the second-biggest proper now. Going ahead, if BTS retains up their ingenious advertising and marketing strategies, the group may proceed to interrupt information and climb to the highest.
Will different artists begin promoting
albums the identical manner BTS does?
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Except for BTS, one other artist who has been promoting music this fashion is Taylor Swift, whose newest album, Lover, was launched in 4 completely different variations. Every model included many pages from her private diary, giving followers a glimpse into her world with every buy.
Given the truth that Swift’s album offered over 800,000 items when it first got here out, it’s clear giving followers incentives to purchase music this fashion can profit artists lots. Maybe different stars will quickly promote their albums equally to how BTS and Swift have been doing. Or there could possibly be one other technique which artists will discover extra interesting.